G2 USA taps Hull as executive creative director for interactive

G2 USA, a brand activation agency, named Brian Hull executive creative director of its interactive marketing practice as of August 23. He previously served as creative director at G2 for five years, leaving in 2007, and worked in the same role at digital shop Organic.

Hull will report to Tom Conti, president of G2 USA's interactive marketing practice.

“I selected G2 out of everyone because of the talent and growth potential overall. Being able to integrate with all of those practices and disciplines is fundamentally important,” he said. “Digital is hot but can't survive on its own. You can get lucky with a viral video, but you have to integrate with traditional media to make it come to life.”

Hull said his main goal is to establish and maintain client relationships, as well as to help expand the agency into verticals besides consumer packaged goods.

“We'd love to get into technology, hospitality and travel and automotive,” he said. “CPG is what G2 is really known for, but we're also spread out across sectors.”

Hull will oversee more than 50 creative staffers between the agency's New York and Philadelphia offices.

G2 Direct & Digital, the agency's relationship marketing arm, named Julie Spoleti managing director for healthcare in January. G2 said it made the hire because of expanded business from existing clients.